The Heart and Science of Account Management

At almost every agency on the planet, there’s a “slightly negative” point of view towards “client service”. Client service’s labelling, for some, has led to the current mundane behavioural change of these important players in the agency world. This department has lost some of its value to others: creatives and clients alike. But there are no bad suits, only bad mentorship.

Putting it into cardio lingo, as leaders, we need to conduct regular EKGs to ensure account management impulses are functioning properly and it is up to us to help with any arrhythmia -in real terms, this means more training, more care and more hands-on real time support and motivation.

When we correctly support our great talent and ensure we care for them, help them grow, so they can care for the brand and business. We have an obligation to ensure we nurture and educate our account management discipline more than ever. Here’s some inspiration for account management leaders to help us create more effective work together.

1. Account management is not servicing, it’s consulting

A great consultant has a very deep understanding of what works and what doesn’t work for its business. In essence they are category and subject matter experts, or they become one. This means the way they think, feel, do is rooted in product knowledge and expertise.  

Effective consultants anticipate problems vs. simply reacting, and help their clients navigate through challenging points in the partnership. 

A consultant speaks with clarity and authority. A consultant looks at a client's business with a broader view of its industry and competition, and it then marries that analysis with business and industry principles. We need to train our account management folks as vertical and horizontal subject matter experts so we can then carry our creative culture forward with rigour and objectivity. 

2. “Yes” may not be the best answer

We have all heard about the saying “I’d rather be honest than impressive”- yes, be honest. Let’s not be a YES person. Account management exists to provide sound and honest advice, not simply be agreeable.

Experts can say “yes”; but with reasoning for everything. The customer is not necessarily always right. Let’s ensure our answers justify the “why” the brand exists, “how” they can differentiate themselves and “what” they can do, to deliver the promise. 

3. It’s ONLY about grounded relationships

As Seth Godin famously said, “People do not buy goods and services, they buy relations, stories and magic”.

Good account leaders provide great air cover for the team and agency. They invest time and heart into creating partnerships based on trust, open dialogue, respect, honesty and added value. In today’s business world, clients buy relationships and people more than the agency’s label. They buy into the shared vision you create together.

This notion proves that our business is still human. But our relationship with the client must be based on solid thinking, creative counselling, and go way beyond client dinners and small talk.  Even the most human of things like building relationships need practice and effort to carry weight and importance.  

4. Share the love of labour

Weekends can be annihilated with a last-minute client assignment and chances are more than one person across the functions are affected. What’s worse is when account management breaks the news and heads off to enjoy their work-free weekend.

If you are unable to have that great relationship with your client partner and unable to manage such incidents from happening, then what value are you adding to the brand and agency? 99% of clients wouldn’t want their weekend to be spoiled, so why are you volunteering the weekend of your colleagues?

There will always be weekend work occasionally for the right reasons, but we need a tribe of collective minds to work together and support one another. Account folks should show up, inspire, be present throughout and do whatever it takes to show solidarity.

There is an untold power when we align our people's ambition to our business ambition. It makes the difference between the great suits and the ones that are detached. Creating cultural bonds, trust and ultimately helps the creative product of the agency, the clients’ business and a reputation that will stand the test of time.